Apple’s removal of dedicated cashwrap positions to process customer purchases continues to evolve with the installation of small printers beneath some display tables, allowing employees to create hard-copy receipts for customers who cling to old-fashioned buying habits. Apple began using handheld computers during the 2006 holiday sales season to speed up the process of handling credit card purchases, offering to e-mail a receipt to customers. The test was so successful that the procedure was continued after Christmas, leading to the eventual removal of the traditional counter that was used only as the “cash register” or cashwrap position within the stores. New stores now have no dedicated position for purchases, but use the Studio or Genius Bars to process transactions that don’t involve a credit card–only 15 percent of purchases. The new small-sized printers are fixed to the underside of certain wood display tables, usually at the front of the store, allowing employees to print a receipt for customers who don’t want to give their e-mail address to receive the information, or who don’t have an e-mail address. Take a look at a typical installation after the break.
Apple has installed tiny printers (highlighted area) beneath selected wooden display tables to allow employees to make hard copies of receipts, without walking to the rear of the store where receipt printers have previously been installed. In this photo, the printer is installed beneath the front-right display table. Also notice the complex structure of the table, which includes ducts for cables.
